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Entrepreneurship Potential of Beach Tourism in Kerala

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Entrepreneurship Potential of Beach Tourism in Kerala Mukt Shabd Journal ISSN NO : 2347-3150 ENTREPRENEURSHIP POTENTIAL OF BEACH TOURISM IN KERALA Rakhi M. R, Research Scholar, Mahatma Gandhi College, Thiruvananthapuram. [email protected] Dr.Vinod A.S, Assistant Professor, Mahatma Gandhi College, Thiruvananthapuram. Abstract Entrepreneurship plays a vital role in economic development of every country. The process of entrepreneurship brings many opportunities as well as choices to the society. Regional integration, global attention, reduction of gap between rich and poor can be made possible through entrepreneurs. Every economic sector in our country has vacancies for entrepreneurs. Tourism is one of the major service sectors having immense potential as well as opportunities for entrepreneurs. It is one of the best economic activities that have high potential for growth and future expansion and similarly it has multi-faceted impact on entrepreneurship. By promoting tourism in Kerala, tourism entrepreneurship can do a lot in eliminating unemployment up to an extent. This article focuses on the entrepreneurship potential of beach tourism in Kerala. The study found out that identification of the correct venture with proper support in the form of fund can lift any budding entrepreneurs and the existing entrepreneurs are highly satisfied with the time freedom enjoyed by them. Keywords: Entrepreneurship, tourism, Kerala, unemployment. Introduction Entrepreneurship plays a vital role in economic development of every country. This process brings many changes, innovation in our society. The proverb” Necessity is the mother of invention” becomes the reason for every new products and ideas. In every field the minute changes happens daily in technology or product or ideas as a result of entrepreneurship. The process of entrepreneurship brings many opportunities as well as choices to the society. The entrepreneurs have a significant role in bringing more employment opportunities in enhancing standard of living, reduction of gap between backward and urban areas and there by focusing economic development. Every problem becomes an opportunity of an entrepreneur. By observing the evolution of world, it is very clear about the importance of an entrepreneur in our society. They generate economic growth, innovation and increased competition. The process of entrepreneurship is always future oriented and creative. Regional integration, global attention, reduction of gap between rich and poor can be made possible through entrepreneurs. One of the main problems faced by Indian economy is unemployment. This can be cured by entrepreneurs up to an extent. As the proverb says ‘Rome was not built in a day’, the essence of entrepreneurship cannot be injected to all the citizens of our country in a single day. The benefits of being an entrepreneurship should be grasped by everyone. The success of entrepreneurship can be ensured by proper EDP (Entrepreneurship Development Programme) and proper allocation of funds via official channels. Every economic sector in our country has vacancies for entrepreneurs. Sometimes it me hidden or otherwise it is shown. It is even seen in service sectors too. Tourism is one VOLUME - IX ISSUE - IV, APRIL 2020 Page No : 214 Mukt Shabd Journal ISSN NO : 2347-3150 of the major service sector having immense potential as well as opportunities for entrepreneurs. It is one of the best economic activity that has high potential for growth and future expansion and similarly it has multi-faceted impact on entrepreneurship. It has a major role in contributing towards employment as well as foreign exchange. Tourism sector can act as a vehicle that diminishes poverty, unemployment and under exploitation of backward areas. (Szivas, 2001)The term tourism cannot stand alone, it should be aided by many other supporting hands which includes air transport, surface transport, hotels and basic infrastructure. Sum of all these factors can only make the experience of tourist awesome. Both government as well as private agencies have dominant share in making the tourist sector evergreen. PPP (Public Private Partnership) has huge potential in tourism sector. Even though Kerala has the capacity to become tourist’s capital in the world with regard to culture, natural sights, hills, beaches and temples, its awareness and promotion among tourists is still very negligible. By promoting tourism in Kerala, tourism entrepreneurship can do a lot in eliminating unemployment up to an extent. This paper focuses on the entrepreneurship potential of beach tourism in Kerala. Objective of the study To identify the required promotional and awareness program in beach tourism to generate more entrepreneurs & employment. Methodology The study concentrated on the entrepreneurship potential and employment capabilities of beach tourism in Kerala. This article focuses on the analytical and descriptive remarks o the objective under study. For the purpose of study, five beaches were selected conveniently. Kovalam, Varkala, Alappuzha, Fort Kochi and Cherai beach were considered for sample selection. 50 tour operators (10 from each beach) were selected through snowball sampling and 50 hotel owners (10 from each beach) were selected randomly within the sampling frame for collecting primary data. Structured questionnaire was used for collecting primary data and information obtained through publications, websites are additional data used for description. Review of Literature Russell & Faulkner (2004)conducted study regarding the entrepreneurship chaos and the tourism area life style. He found out that entrepreneurship has a major role in tourism development and focused on two Australian destinations. Shaw (2014)highlighted the overall profile of Kumbalangi and the employment potential of rural tourism in Kumbalangi village. This article used both primary and secondary data. Primary data were collected from 60 members of local community. Homestays provide highest (28%) benefit to rural community. Majority of tourist (33.33%) required eco-friendly cottages for accommodation. Lordkipanidze et al. (2005) revealed the entrepreneurship factor in sustainable tourism development in Soderslatt region of Sweden. The author conducted a SWOT analysis of this region with reference to tourism entrepreneurship development. They presented “Healthy Pig Farm” as an example of innovative entrepreneur in farm tourism. By considering the findings, they made some valuable suggestions such as proper awareness as well as training to local communities for sustainable tourism development along with entrepreneurship generation. Ateljevic & Doorne(2000)made study titled ‘Staying within the Fence- Life style entrepreneurship in Tourism’ which focused Newzealand. This article tried to identify the motivating factors behind the life style entrepreneurs who rejects the business expansion & growth opportunities. Niche market provide entrepreneurs more wide market that existing and stimulate regional development. VOLUME - IX ISSUE - IV, APRIL 2020 Page No : 215 Mukt Shabd Journal ISSN NO : 2347-3150 Chang (2011) researched the role of SME’s in tourism and hospitality. The study covered more theoretical base regarding the Small Medium Enterprises and tourism sector. Most of the enterprises around the tourism area is small or medium sized. This article remarked the success factors behind the SME in tourism sector and hospitality also. The author made attempt to address the role of public sector in lifting SMEs and tourism sector. Carmichael & Morrison (2011)discussed the tourism entrepreneurship and its positive impacts. This editorial mentioned tourism entrepreneurship as a solution for social & economic development as well as for regional integration also. The conference held at WilfridLapier University, Canada gave a clear picture about the social, cultural and technological impact of tourism entrepreneurship to a particular community. The author concluded the editorial by focusing the academic significance of the study. J. Ateljevic, (2009) conducted research about the entrepreneurial approach in tourism Industry by considering Tamilnadu as a sample. Researcher highlighted the services provided by travel agencies as tourism entrepreneurs in Tiruchirapalli and Coimbatore districts. Besides the above, the author considered the performance of travel agencies in terms of customers and other services offered to them. The challenges faced by travel agencies in the competing environment of tourism are another major point remarked by the researcher. This work suggested for adequate government support and infrastructure for entrepreneurs to develop tourism entrepreneurship. From the analysis of above literatures, it is clear that some article mentioned the entrepreneurial ability of tourism products in Kerala and other countries. Along with this, they also remarked the positive impacts of tourism to a society and to a country. Even though tourism has huge potential in raising many entrepreneurs, something stopped the local community from being an entrepreneur. This paper focuses on the entrepreneurship potential of beach tourism in Kerala. Result and discussions The entrepreneurship potential along with the satisfaction among beach side enterprises are identified through primary data analysis supported by minor part of secondary data. The response of hotel owners and tour operators from Kovalam, Varkala, Alappuzha, Fort-Kochi and Cherai beaches were analysed below. Table 1 Personal profile of tourists Characteristics Tour Operators % Hotelowners (%) Below 30
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